Kubota USA

Kubota USA needed two big things: a targeted content strategy to drive qualified traffic to local certified vendors, and a clean domain migration after the global parent company reclaimed kubota.com.

For the content strategy, I led a research and stakeholder interview process that produced detailed user stories for two core audiences — commercial farmers and DIY hobbyists. Through keyword research and a concentric circle model, we identified content types (video, specs, intro guides) and mapped them to specific user needs. I also developed the site architecture, URL structure, and migration plan. The content work delivered a 32% year-over-year increase in traffic sent to local vendor pages.

The domain migration was high-stakes — moving to a new domain format required by the parent company. I set expectations upfront that recovery would take at least six months, required 301 redirects mapped to every kept URL, and installed an alert on the old domain directing users to the new one. Within six months, all rankings had recovered and actually improved by 20% over the pre-migration baseline.